232 - Starbucks Doesn't Sell Coffee: This Is The Secret to Unbelievable Growth
May 21, 2019
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The podcast features guests including Les McKeown, Tycho, Howard Schultz, Frank Chimero, Andy J. Pizza, and Dan Harmon. Topics discussed include creating consistent opportunities in a creative career, providing consistent value, the science of creating impactful content, dynamics of jokes and contrast, power of design principles, and understanding customer desires.
Creating art that consistently delivers a clear and valuable proposition to the audience is crucial for building a stable and thriving business.
Making art potent and delivering its value in a powerful and efficient manner captivates the audience and creates an addictive experience.
Crafting art that caters to specific human drives and making it potent through analogies and story structures leads to consistent and loyal support.
Deep dives
Finding Consistent Opportunities
This podcast episode is the first part of a two-part series on how to achieve consistent sales and opportunities in a creative career. The host empathizes with the challenges of experiencing feast or famine cycles in the creative industry and aims to provide strategies for building a stable and thriving business. The first factor discussed is the importance of creating art that consistently delivers a clear and valuable proposition to the audience. This involves understanding the specific value that the art provides, such as evoking feelings, enabling learning, fostering connections, supporting collecting, or promoting protection. By identifying and consistently delivering on this value, artists can attract true fans and build a reliable market stream.
Making Potent Art
The second factor highlighted in the podcast is the need for art to be potent, delivering its value in a powerful and efficient manner. Drawing inspiration from the analogy of brewing coffee, the host emphasizes the importance of providing a clear and immediate impact to the audience. This requires grinding down and refining the value proposition of the art to its most essential and impactful form. By making the art potent, artists can captivate their audience and create an addictive experience that consistently satisfies their needs and desires.
Crafting Your Creative Espresso
The final step in building a consistent creative career is to craft the art like a scientific process. The host encourages artists to identify specific types of value they want to provide based on the five core human drives: feelings, learning, collecting, bonding, and protecting. By understanding which drives resonate most with their personal taste and sensitivity, artists can create targeted, potent art that speaks directly to their audience. The analogy of using analogies is employed to further illustrate the power of this approach. By crafting art that caters to specific human drives and making it potent using analogies and story structures, artists can create a chemical combustion within their audience, leading to consistent and loyal support.
Creating Value in Kids Media
The podcast episode highlights the importance of creating unique, strange, and melancholy content in kids media. The speaker discusses the lack of weird and unconventional shows for young children and the need for providing content that resonates with kids who feel misunderstood. Drawing from their own childhood experiences, the speaker emphasizes the value of art that makes children feel seen and understood, pointing out shows like the Muppets, Fraggle Rock, and Totoro as examples of media that provided this potent value. By reversing the current trend of structured and educational-focused media, the speaker aims to fill the gap by offering fresh and valuable content that speaks to the emotional needs and individuality of young audiences.
The Science of Creativity
The episode delves into the importance of incorporating scientific principles into the creative process. While the artistic side of creativity is often celebrated, the speaker argues that the science of creativity is often overlooked. They emphasize the significance of creating chemical combustion in the neurobiology of the audience's brain to provide a consistent and potent creative experience. Drawing upon various design principles and marketing techniques, such as analogies, contrast, focal points, and scale, the speaker highlights the power of scientifically composed creative work. By merging artistic flair with scientific precision, creators can deliver artworks that are both novel and useful, resulting in a meaningful and valuable experience for their audience.
